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All Journal Jurnal Administrasi Bisnis Productivity
Johny R. E. Tampi
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Promosi terhadap Keputusan Pembelian Mobil Daihatsu Sigra Jein Rondonuwu; Johny R. E. Tampi; Olivia F. C. Walangitan
Productivity Vol 1 No 5 (2020): Additional Issue
Publisher : Program Studi Administrasi Bisnis

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Abstract

This study aims to determine the effect of promotion on the Daihatsu Sigra car purchase decision at PT. Astra Daihatsu Malalayang. This research method uses a quantitative research approach. This research was conducted on Daihatsu Sigra consumers with a sample of 93 respondents. The result of R between the two variables is 0.565, meaning the relationship between promotion and purchasing decisions is moderate. Then R square (determinant coefficient) of 31.9%. This shows that the decision to buy Daihatsu Sigra car at PT. Astra Daihatsu Malalayang, 31.9% was influenced by promotion, while the other 68.1% was determined by other factors not examined in this study. Then the influence is interpreted that the promotion is one factor that is sufficient to influence the decision of buying a Daihatsu Sigra car. In this case that the promotion carried out by PT. Astra Daihatsu Malalayang can satisfy consumers, because promotion is a way to introduce existing products at PT. Astra Daihatsu Malalayang especially Daihatsu Sigra cars.
Brand Image terhadap Buying Decision pada J.Co Donuts & Coffee Mega Mall Manado Vebiola Melinda Pongoh; Johny R. E. Tampi; Joula J. Rogahang
Productivity Vol 1 No 5 (2020): Additional Issue
Publisher : Program Studi Administrasi Bisnis

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Abstract

This study aims to determine whether Brand Image affects the Buying Decision at J.CO Donuts & Coffee Mega Mall Manado. This research is a type of quantitative research with a consumer population of J.CO & Coffee Mega Mall Manado. The sample size uses the opinion expressed by Roscoe, in the Research Method for book that the proper sample size in the study is between 30 and 500 is sufficient to be used in a study. Therefore, the sample in this study was 100 respondents. The data analysis technique used simple linear regression analysis. In the case of a simple regression test, the results show that partially there is an influence between Brand Image and Buying Decision. Validity and Reliability Test. The results of this study indicate the relationship between the influence of the Brand Image variable on the Purchase Decision by 70.2%, indicating that the results of this study have a positive and significant effect on the Purchase Decision of J.CO Donuts & Coffee Mega Mall Manado products partially.
Co-Authors Aneke Y. Punuindoong Dais Iis Tirtaatmaja Danny D. S. Mukuan Deon N. Paath Elsa Rundengan Florensia Jovita Poluan Gisyel Angely Irene Sinta Silalahi Jein Rondonuwu Joula J. Rogahang Leinda Mumek Lucky F. Tamengkel Olivia F. C. Walangitan Olivia F. Walangitan Riani Lomboan Rista Veronica Talopod Serina O. Moloku Vebiola Melinda Pongoh